Fashion: Grundtner & Söhne have a whale of a time with their lookbook

Date
12 November 2013

As far as outlets for a fashion brand’s creative expression go a seasonal lookbook lends itself pretty niftily to portraying the overarching theme of a collection, and for their fall/winter 2013 lookbook Austrian menswear brand Grundtner & Söhne have utilised this grey area between editorial design and fashion to the nth degree.

To offset the dark colours of their fall/winter collection, the brand had their winter collection shot against a pop-arty backdrop of pastel shades and 90’s inspired sets and then cleverly photographed the actual images in a similar setting in a weirdly meta self-referential twist. Shot by Daniela Trost and designed by Benjamin Zivota, the lookbook does exactly what a publication of its kind should, and with bucketloads of personality. With a set up like this the clothes become infinitely harder to resist.

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Grundtner & Söhne: Lookbook

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Grundtner & Söhne: Lookbook

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Grundtner & Söhne: Lookbook

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Grundtner & Söhne: Lookbook

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Grundtner & Söhne: Lookbook

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Grundtner & Söhne: Lookbook

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Grundtner & Söhne: Lookbook

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Grundtner & Söhne: Lookbook

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Grundtner & Söhne: Lookbook

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About the Author

Maisie Skidmore

Maisie joined It’s Nice That fresh out of university in the summer of 2013 as an intern before joining full time as an Assistant Editor. Maisie left It’s Nice That in July 2015.

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